The ratings of Pro Kabaddi League (PKL) season 2 increased significantly in comparison to its inaugural season. The ratings rose as high as 56% in terms of average TVRs for the 37 matches completed this season as the ratings (in %) grew to 1.23 TVRs from 0.79 TVRs in season one according to data from TAM Sports CS4+ All India Markets (PKL 2: July 18 – August 8, 2015 vs. PKL 1: July 26 – August 16, 2014). In terms of average TVTs it increased by 57% as the ratings (in ‘000’s) stood at 3,309 TVTs in PKL 2 from 2,105 TVTs in PKL 1.
The time spent viewing (TSV) per match also increased by 15% as PKL 2 TSV increased to 19 minutes 27 seconds from 16 minutes 54 seconds during PKL 1. The reach however had reduced of the league to 38% in PKL 2 from 40% in PKL 1. The reach reduced to 103 million in PKL 2 from 108 million in PKL 1.
In terms of advertising PKL 2 saw a large increase as commercial ad volumes grew by 24 times in PKL 2 as compared to PKL 1. The commercial advertising was 36.6 hours in PKL 2 as compared to 1.5 hours in PKL 1. The total number of brand increased to 20 in PKL 2 from just 8 brands advertising during PKL 1. The total number of advertisers were 9 in PKL 2 to 7 advertisers in PKL 1, while the total number of categories increased to 12 in PKL 2 from 8 in PKL 1. Seven out of the nine advertisers in PKL 2 were new in comparison to PKL 1. Flipkart, Bajaj Electricals and Coca Cola India topped the advertiser list during the second season of PKL.
PKL 2 was available on more channels such as Star Sports 2, 3, HD2, HD3, Star Gold, Maa Movies, Suvarna Plus and Star Pravah, while PKL 1 was available on Star Gold, Star Sports 1, 2, 3 and 4 and Star Utsav.
A major portion of the viewership was contributed by the male audience between the age group of 15-24 years SEC ABC. Female viewership for PKL 2 also was at a significant level as it contributed 39% to the overall viewership of the league. The age group of 35+ saw a large viewership as they contributed to about 36% of the total viewership. SEC D and E contributed 34% of the viewership.
The 21st match played between Jaipur Pink Panthers and Dabang Delhi garnered the highest rating of 1.67 TVRs. This was followed by match no.12 between Bengal Warriors and U Mumba which got ratings of 1.55 TVRs.
Among the metros Mumbai was the top market for PKL 2 viewership, while among the states Maharashtra was on top followed by Andhra Pradesh and Karnataka in terms of ratings.
Our typical marketing budget is usually 10 per cent of the topline spend
Perfumes are invisible and these new ads from Skinn create a story out of this